Retailers should follow Aldi’s lead by signing up to the NFU’s fruit and veg pledge to support British growers by funding produce promotions, the British Growers Association (BGA) has said.
Praising the discounter for “leading the way” in support for marketing British produce, the BGA has called on other supermarkets to follow suit after recent research revealed that a third of fruit and vegetable suppliers believe marketing is the biggest challenge for UK horticulture.
In a survey that questioned 139 leading fresh produce businesses, and initially reported by FPJ, BGA found that marketing (33 per cent), followed by new technology (10 per cent) and diversification (nine per cent) were cited as UK growers’ main opportunities for growth.
“Our research shows how important marketing is to UK fruit and vegetable suppliers and Aldi will now lead the way by funding all produce promotions itself instead of running deals funded by growers,” said BGA chief executive, Jack Ward.
The NFU fruit and veg pledge aims to create a more transparent and profitable fresh produce supply chain, and the farming union said Aldi already meets or has adopted all 11 commitments on supply chain best practice.
Although the pledge is not a new development, it was launched by the NFU in 2012, Aldi is the first retailer to sign and meet the commitments outlined within.
“It is now imperative that other retailers follow Aldi’s lead,” Ward added. “If horticulture in this country is to compete in a growing global market, growers must have the support of retailers.”
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